Stoney Clover Lane's co-founder Kendall Glazer discusses how the brand achieved 200% sales growth during the pandemic by doubling down on community engagement and translating its strong Instagram aesthetic into a compelling in-store experience. This episode provides actionable insights into building a beloved brand through authenticity, strategic retail expansion, and community co-creation, even amidst challenging market conditions.
Key takeaways
Recreate your brand's strong digital aesthetic in physical retail to offer a cohesive, immersive experience that resonates with online followers.
Foster deep community engagement through crowdsourcing and direct accessibility to build brand loyalty and drive sales growth.
Adapt quickly to market shifts (e.g., pandemic travel restrictions) by focusing on core strengths like community and brand identity to achieve significant growth.
Embrace collaborations and strategic partnerships to expand brand reach and offer novel products that excite your customer base.
Start building your brand's unique narrative and visual identity early, as this consistency is crucial for evolution and scaling.
When sisters Kendall and Libby Glazer launched Stoney Clover Lane in 2009, Kendall was 17 and Libby was 15.
“The brand you know today is not the brand that started Stoney Clover Lane,” said Kendall Glazer on the latest episode of the Glossy Podcast. “It started as beaded bracelets. It was a hobby. But we always kind of had this business mindset. We took something that so many other girls were doing and went through the motions of turning it into a business.”
Today, Stoney Clover Lane is known for customizable lifestyle accessories, from makeup pouches to duffel bags. It has around 100 employees and is getting set to launch its fifth and sixth stores. Despite travel being put on hold, negating hot sales moments for the brand like spring break, Stoney Clover Lane had a successful 2020, with 200% sales growth.
Glazer owed the strong sales, in part, to the brand’s strong community. “They've always been engaged,” said Glazer. “And in the last year, we did more to engage them, with crowdsourcing and just making ourselves more accessible.”
Glazer also discussed Stoney Clover Lane’s 2021 plans, including collaborations and its retail expansion.
What does this episode say about retail & omnichannel?
Recreate your brand's strong digital aesthetic in physical retail to offer a cohesive, immersive experience that resonates with online followers.
What does this episode say about brand & content?
Foster deep community engagement through crowdsourcing and direct accessibility to build brand loyalty and drive sales growth.
What does this episode say about founder & leadership?
Adapt quickly to market shifts (e.g., pandemic travel restrictions) by focusing on core strengths like community and brand identity to achieve significant growth.
What does this episode say about customer retention?
Embrace collaborations and strategic partnerships to expand brand reach and offer novel products that excite your customer base.
What does this episode say about retail & omnichannel?
Start building your brand's unique narrative and visual identity early, as this consistency is crucial for evolution and scaling.
